| 1. |
- Hills, Gerald E., et al.
(author)
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Promotion and advertising
- 2006
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Reports (other academic/artistic)abstract
- Businesses must sell. And, while the quality, price, availability, etc., of the goods and/or services to sell must fit the markets in which they are to be sold, sales do not occur unless (potential) customers know what a business has to offer. Where there is only one supplier, customer awareness is given. But in a highly competitive environment, a condition that typifies most small business markets, a gaggle of voices attempt to familiarize (potential) customers with the goods and/or services they sell and the reasons (potential) customers should patronize them rather than someone else. Effectively, each competitor endeavors to distinguish from the crowd. This differentiation process requires promotion, often including formal advertising. Successful promotion and advertising typically demands considerable amounts of human and/or physical capital. Since most small businesses are resource constrained, the promotional challenges for small-business owners and managers are even more demanding than they would be in other situations. This issue of the National Small Business Poll, therefore, focuses on Promotion and Advertising.
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| 2. |
- Hultman, Claes, 1947-, et al.
(author)
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Marketing perspectives
- 2006
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Reports (other academic/artistic)abstract
- There are almost six million small employers in the United States and millions of other businesses without employees. In addition, hundreds of thousands, if not millions, of businesses located outside the United States and many non-profits located within compete for American customers. The resulting cacophony makes it very difficult for the individual small-business owner to emerge from the din and market his or her firm and its products/services. Still, small-business owners and managers have no choice. They must reach their potential customer base they are to have any chance of survival, let alone success. Thus the marketing attributes and strategies employed in successful firms are of particular interest to many and yield this issue of the National Small Business Poll, Marketing Perspectives.
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